I've seen more work going into smaller regions that may not yield a high ROI (more enablement material, training is required w/ the smaller regions). Any recommendations on how a team can use their resources and time wisely when covering a global market while ensuring that each of the regions feel supported.

Answer

3 Answers

Building a Product Marketing Team

Susan "Spark" Park

Pinterest Director of Product Marketing | Formerly Meta (Facebook), Spotify, Google, Monzo • 6y

Examine the materials and get honest feedback. If the smaller region needs more than your bigger regions then something may be off. Maybe things need to be changed, but a smaller region should not be more work than a bigger one. You will need to make trade-off decisions on what you build for a local market based on their success, and incentivize them to think that way. Find a great local agency, or agencies that help in the region. Take the time to vet them and help you build content. Some can e ...Read More

1,716 Views
Kristen Kanka

Morningstar Head of Marketing, Enterprise Solutions | Formerly CaptureX, Medline Industries • 3y

I talked above about regional nuances, and how understanding those aspects of a region are crucial, but that doesn’t mean a huge shift in strategy is needed for every region. I think that if you build a strategy made from a modular set of parts, you can then deploy those parts across regions without the overhead of creating each piece from scratch.

394 Views
Alissa Lydon

Actively AI VP of Marketing | Formerly Mezmo, Sauce Labs • 1y

Interesting question! If you're working without any field marketing or localization resources, this feels like a really good use case for experimenting with AI. How it might work in practice: PMM collects as much information about the needs of these smaller geos. Who are the personas they are talking to? What are their specific pain points? Which competitors are coming up, and how are they differentiating? Take that intel, and feed it to an AI model along with your foundational messaging and pos ...Read More

609 Views